Known for their high-quality Japanese-woven, Canadian-manufactured jeans, Naked & Famous has been a staple in the jeans industry since 2008. Their founder, Brandon Svarc, is a third-generation denim manufacturer and a true Montreal denim aficionado. Having never paid for endorsements or ads, the testament to their quality is seen through long-lasting wear and incredible fades. Each pair of jeans is crafted with meticulous attention to detail, ensuring exceptional durability and style. With a commitment to innovation, Naked & Famous continually pushes the boundaries of denim design.
gravitypope visited Svarc’s Quebec factory to see the manufacturing process, explore the denim archive, and ask him about his inspirations, Montreal, and the future of Naked & Famous.
Read the full interview below.
Video by Justin Pelletier
Photo by Maxwell Lincoln Neubacher
Tell us a bit about who you are, and what you do at Naked & Famous.
My name is Brandon Svarc, and I’m the founder and President of Naked & Famous Denim. Together with my team, I design and market mostly denim pants made from cotton.
You're the third generation to work in jeans manufacturing in Quebec, how has your family impacted your success?
My grandfather started our parent company more than 75 years ago, and my father created a denim brand named after me when I was born, so I proudly say denim runs in my veins. It’s basically my destiny to be doing what I’m doing.
How do you stay ahead of trends in the denim industry, and what innovations do you foresee in the future?
We generally don’t care about trends. Aside from what shape of fits are popular, which we follow to ensure we keep our fans happy, we just make whatever fun fabrics we want.
It's a beautiful summer day in Montreal, what are you getting up to?
After work, hopefully riding my motorcycle around with a big dumb grin on my face.
How did you come up with the brand name?
I wanted a name that sounded like a silly Hollywood brand, but that satirically made fun of those exact brands at the same time.
When your kids are old enough are they going to hop on the sewing machines?
Ha! If they want, we can teach them how to sew. My 6-year-old daughter recently asked me if she could be the “little boss” one day.
Montreal is where you were born, raised, and still reside. How has the city shaped you and your label?
Montreal has a long and rich history in the garment manufacturing industry, especially in the area in which our head office stands. Because of this, we have always made 100% of our products in Canada. Though much of the industry has faded away, we continue to support local production.
It seems like denim attracts a certain aficionado like yourself, what is it like working with a bunch of people who love jeans?
We lovingly call ourselves “denim nerds” and of course its great to get to work alongside similarly minded people. To be honest, ‘passion’ is our secret weapon.
We are just remembering some of the unique denim you’ve created. Pairs such as glow-in-the-dark, see-through, and scratch-and-sniff denim from Naked & Famous. What are your favourite experimental jeans you've made?
I do love the glow-in-the-dark and the thermochromic denim too, which changes colours with body heat. But I’d say the 32oz and now the 40oz are my favorites because they go beyond the world of jeans into a marvel of engineering.
You source your denim from Japan. How often do you go and what is something you miss about Japan when you get home?
I try to go twice a year to Japan. I miss the antique flea markets when I’m not there. Especially the Oedo Antique Market which is usually on every other Sunday.
Can you tell us a bit about creating the illustrious 40oz denim jeans?
Humans love superlatives, and the 40oz denim jeans will be the heaviest jeans ever created. This is our Mount Everest of jeans. Stay tuned for this Fall/Winter when we plan to release the jeans and a mini-documentary about the process.
You famously don't seek endorsements from influencers or celebrities, or even pay for ads. If you could see your jeans on anyone, who would it be?
My favourite “influencers” are that one friend that you may have who is passionate about denim. That friend is the one you go to when you have questions about jeans, and if they love our jeans they will guide and introduce new people to our brand. That’s my kind of influencer.
